品牌形象，為消費者心中對於某特定品牌的所有知覺。一個強勢的品牌形象不僅能立即、正面且正確地由消費者記憶之中所喚醒，而且幾乎在所有競爭品牌之中是具有獨特性的。以顧客為基礎的品牌形象之建立與發展，不僅可與競爭品牌形成差異化，更是企業進行品牌管理以及行銷成功的致勝關鍵，因而在今日的行銷市場中日益重要。本研究主要係根據較廣為後續研究者所接受的論點，即美國著名的品牌學者凱勒Keller（1993, 1998, 2003）所提出與修正的品牌形象模型為本研究之研究重心，進行品牌形象構面間之關係探討，主要在於探究消費者對於「產品相關屬性」、「生活型態」、「感覺和經驗」與「品牌個性」等構面聯想因素上是否具有顯著之相關性存在。

本研究以國內的行動電話品牌為研究範圍，針對台北市13歲以上未滿50歲之社會大眾進行抽樣調查，以了解此年齡層之消費大眾心中的行動電話品牌形象。問卷共發出650份，回收633份，回收率為97.4%，經扣除無效問卷137份，實際有效樣本數為496份。採取描述性統計分析、信度檢定、因素分析、相關分析、典型相關分析、迴歸分析、t檢定以及單因子變異數等資料分析方法來驗證假設。研究結果發現：
一、除了消費大眾對於典型品牌使用者的「生活型態」意象和消費者本身的「感覺和經驗」之間不具有顯著之相關性，品牌形象其餘構面之間皆具有顯著之相關性。
二、除了消費大眾的「性別」在典型品牌使用者的「生活型態」意象上、以及消費大眾的「年齡」在「品牌個性」認知上具有顯著之差異性外，其餘的人口統計變項在品牌形象各構面上並不具有顯著之差異性。
三、消費大眾對於國內前三大行動電話品牌的品牌聯想喜好度、獨特性上是具有顯著之差異性，但在品牌聯想的資訊接受量上則無顯著之差異性存在。
四、國內前三大手機品牌在消費者的產品相關屬性聯想以及品牌個性認知上是具有顯著之差異性。

Brand image is all about customers’ perceptions of a particular brand. Through a strong brand image, company could promptly evoke customers’ brand perceptions and associations. It also shows the uniqueness of the brand among other competitors, which a strong brand name is a key to successful tasks of brand management and marketing. This study is based on Keller’s (1993, 1998, 2003) Customer-based brand image model. That is to examine the consumers’ view and the interrelationship over product-related brand attributes, Active Interesting Opinion (AIO), feelings and experiences, and brand personality.
  This research investigates the brand image of different mobile phone brands in Taiwan, which a survey is conducted. In order to study consumers’ view of different brands, the people who live in the city of Taipei, age between 13 and 49, are sampled. A total of 650 questionnaires are issued. 633 of the questionnaires are returned, which the rate of return reaches 97.4%. Excluding 137 invalid copies, 496 copies of questionnaires are used for further study. The methods used for further examination are descriptive statistics, factor analysis, reliability test, correlation analysis, canonical correlation analysis, stepwise regression, t-test and ANOVA test. The results of this study are summarized as follows:
1.In addition to the relationship between users’ life style and their feelings and experiences, there are significant correlations between other elements of brand image.
2.Consumers’ gender and age play a significant role in terms of AIO and brand personality, which the results show huge differences.
3.There are significant differences between the favorability and the uniqueness of brand associations of customers toward Taiwan’s top three mobile phone brands, and no difference has been found between the information received of brand association of customers toward Taiwan’s top three mobile phone brands.
4.There are differences between Taiwan’s top three mobile phone brands in product-related attribute and brand personality.

目錄----------------------------------------------------------------------------------II
圖目錄------------------------------------------------------------------------------III
表目錄------------------------------------------------------------------------------VI
第一章	緒論
第一節	研究背景與動機--------------------------------------------------------------1
第二節	研究目的-----------------------------------------------------------------------5
第三節	研究範圍與對象--------------------------------------------------------------6
第四節	研究流程-----------------------------------------------------------------------7
第二章	文獻探討
第一節	品牌之相關文獻--------------------------------------------------------------8
第二節	品牌形象之相關文獻-------------------------------------------------------18
第三節	品牌聯想之相關文獻-------------------------------------------------------39
第四節	品牌個性之相關文獻-------------------------------------------------------44
第五節	產品屬性之相關文獻-------------------------------------------------------50
第六節	生活型態之相關文獻-------------------------------------------------------60
第七節	行動電話產業分析----------------------------------------------------------69
第三章	研究方法
第一節	觀念性架構-------------------------------------------------------------------80
第二節	研究假設----------------------------------------------------------------------81
第三節	研究變數及其操作性定義-------------------------------------------------83
第四節	問卷設計----------------------------------------------------------------------88
第五節	資料分析方法----------------------------------------------------------------92
第四章	資料分析
第一節	敘述統計分析----------------------------------------------------------------94
第二節	信度與效度分析------------------------------------------------------------103
第三節	因素分析---------------------------------------------------------------------105
第四節	相關分析---------------------------------------------------------------------115
第五節	多元迴歸分析---------------------------------------------------------------130
第六節	平均數差異顯著性分析---------------------------------------------------136
第七節	品牌聯想之強度、喜好度與獨特性分析------------------------------144
第八節	前三大手機品牌在變數描述上之差異性分析------------------------153
第九節	驗證假說之結果------------------------------------------------------------158
第五章	結論與建議
第一節	實證結果與發現------------------------------------------------------------162
第二節	研究結論---------------------------------------------------------------------165
第三節	研究限制與後續研究建議------------------------------------------------167
第四節	實務上之建議---------------------------------------------------------------169

參考文獻
中文部份
英文部分

附錄部份
附錄一、問卷
附錄二、信度分析表
附錄三、品牌自由聯想強度編碼表

 
表  目   錄
表1-1	2002~2004年全球前十大品牌--------------------------------------------	3
表1-2	2003~2004年台灣前十大國際品牌--------------------------------------	4
表2-1	品牌發展的四個主要時期-------------------------------------------------	10
表2-2	品牌的定義-------------------------------------------------------------------	14
表2-3	品牌形象的定義-------------------------------------------------------------	25
表2-4	品牌形象的類型劃分-------------------------------------------------------	27
表2-5	工具性與象徵性屬性架構-------------------------------------------------	56
表2-6	生活型態構面（AIO構面）------------------------------------------------	65
表2-7	AIO的應用-------------------------------------------------------------------	66
表2-8	各國行動電話用戶人數----------------------------------------------------	69
表2-9	內政部人口統計資料-------------------------------------------------------	69
表2-10	2002~2004年全球前十大行動電話品牌大廠--------------------------	70
表2-11	2004年台灣地區行動電話出貨數量與產值---------------------------	74
表2-12	2002~2004/1~6台灣行動電話產業出貨摡況表-----------------------	75
表2-13	2002~2003年台灣行動電話之市場銷售量-----------------------------	77
表2-14	2002~2003年台灣行動電話各價格區間的銷售量--------------------	77
表2-15	2003年台灣行動電話每季銷售量---------------------------------------	78
表2-16	2001~2003年台灣行動電話之市場佔有率-----------------------------	78
表2-17	台灣目前上市之行動電話品牌-------------------------------------------	79
表3-1	產品相關屬性聯想衡量構面與問項-------------------------------------	85
表3-2	生活型態衡量構面與問項-------------------------------------------------	86
表3-3	台北市人口比例與調查問卷分配數-------------------------------------	88
表3-4	台北市地區問卷調查回收情形-------------------------------------------	91
表4-1	樣本結構分佈----------------------------------------------------------------	94
表4-2	受訪者擁有手機支數統計表----------------------------------------------	95
表4-3	受訪者目前使用之手機品牌----------------------------------------------	96
表4-4	受訪者目前使用行動電話之品牌來源國-------------------------------	97
表4-5	受訪者當初購買價格-------------------------------------------------------	98
表4-6	受訪者購買手機之主要動機----------------------------------------------	99
表4-7	購買手機之主要資訊來源-------------------------------------------------	99
表4-8	購買手機之主要地點-------------------------------------------------------	100
表4-9	典型手機品牌使用者之性別分析----------------------------------------	100
表4-10	典型手機品牌使用者之年齡層分析-------------------------------------	101
表4-11	典型手機品牌使用者之職業分析----------------------------------------	101
表4-12	典型手機品牌使用者之平均月收入分析-------------------------------	102
表4-13	問卷各構念之信度分析----------------------------------------------------	103
表4-14	KMO與Bartlett檢定-------------------------------------------------------	105
表4-15	因素萃取個數與總解釋力-------------------------------------------------	106
表4-16	產品相關屬性聯想之因素分析表----------------------------------------	107
表4-17	感覺和經驗之因素分析表-------------------------------------------------	108
表4-17a	刪除題項後感覺和經驗之因素分析表----------------------------------	109
表4-18	生活型態之因素分析表----------------------------------------------------	110
表4-18a	刪除題項後生活型態之因素分析表-------------------------------------	110
表4-19	品牌個性之因素分析表-----------------------------------------------------	112
表4-19a	品牌個性限定因數後之因素分析表-------------------------------------	112
表4-20	品牌聯想有利性之因素分析表-------------------------------------------	113
表4-21	品牌的獨特性之因素分析表----------------------------------------------	114
表4-22	品牌形象各構面之相關分析----------------------------------------------	115
表4-23	產品相關屬性聯想因素與生活型態因素之典型相關係數----------	116
表4-24	產品相關屬性聯想因素與生活型態因素之典型相關分析摘要表-	117
表4-25	產品相關屬性聯想因素與感覺和經驗因素之典型相關係數-------	119
表4-26	產品相關屬性聯想因素與感覺和經驗因素之典型相關分析結構-	119
表4-27	產品相關屬性聯想因素與品牌個性因素之典型相關係數----------	121
表4-28	產品相關屬性聯想因素與品牌個性因素之典型相關分析結構----	122
表4-29	生活型態因素與品牌個性因素之典型相關係數----------------------	124
表4-30	生活型態因素與品牌個性因素之典型相關分析結構----------------	125
表4-31	感覺和經驗因素與品牌個性因素之典型相關係數-------------------	127
表4-32	感覺和經驗、品牌個性各構面的典型相關分析結構-----------------	128
表4-33	產品相關屬性聯想對品牌個性之多元迴歸分析表-------------------	131
表4-34	感覺和經驗對品牌個性之多元迴歸分析表----------------------------	134
表4-35	不同性別在品牌形象各構面上之 t 檢定分析------------------------	137
表4-36	不同性別在品牌形象各構面上之平均數與標準差-------------------	137
表4-37	不同年齡在品牌形象各構面上之變異數分析-------------------------	138
表4-38	不同年齡層在品牌形象各構面上之平均數----------------------------	139
表4-39	不同職業在品牌形象各構面上之變異數分析-------------------------	140
表4-40	不同職業在品牌形象各構面上之平均數-------------------------------	141
表4-41	不同平均月收入在品牌形象各構面上之變異數分析----------------	142
表4-42	不同平均月收入在品牌形象各構面上之平均數----------------------	143
表4-43	受訪者最熟悉或最感興趣的手機品牌----------------------------------	144
表4-44	諾基亞Nokia品牌聯想強度----------------------------------------------	145
表4-45	摩托羅拉Motorola品牌聯想強度----------------------------------------	146
表4-46	英華達OKWAP品牌聯想強度-------------------------------------------	146
表4-47	國際Panasonic品牌聯想強度---------------------------------------------	146
表4-48	三星Samsung品牌聯想強度----------------------------------------------	147
表4-49	品牌聯想之主要資訊來源-------------------------------------------------	147
表4-50	品牌聯想之主要資訊來源交叉分析表----------------------------------	148
表4-51	資訊接受量-------------------------------------------------------------------	148
表4-52	手機品牌在品牌聯想之資訊接受量上之卡方檢定-------------------	149
表4-53	前三大手機品牌在品牌聯想有利性、獨特性上之變異數分析-----	151
表4-54	前三大手機品牌在品牌聯想有利性、獨特性上之平均數-----------	151
表4-55	前三大手機品牌對人口統計變數之卡分檢定-------------------------	153
表4-56	前三大手機品牌在年齡上之列聯表-------------------------------------	153
表4-57	前三大手機品牌在品牌形象各構面上之變異數分析----------------	154
表4-58	前三大手機品牌在品牌形象各構面上之平均數----------------------	155
表4-59	假說一之驗證結果彙總表-------------------------------------------------	158
表4-60	假說二之驗證結果彙總表-------------------------------------------------	158
表4-61	假說三、四、五之驗證結果彙總表----------------------------------------	160
表4-62	假說六之驗證結果彙總表-------------------------------------------------	161
表4-63	假說七之驗證結果彙總表-------------------------------------------------	161

 
圖  目   錄
圖1-1	研究流程圖-------------------------------------------------------------------	7
圖2-1	Biel的品牌形象模型--------------------------------------------------------	30
圖2-2	Aaker的品牌識別圖--------------------------------------------------------	31
圖2-3	Keller的品牌形象模型----------------------------------------------------	33
圖2-4	Keller修正後的品牌形象模型--------------------------------------------	33
圖2-5	Aaker的品牌個性構面-----------------------------------------------------	49
圖2-6	近十年各國行動電話用戶人數趨勢-------------------------------------	70.
圖2-7	2000 ~ 2003年台灣行動電話出貨數量統計---------------------------	73
圖2-8	2000 ~ 2003年台灣行動電話出貨產值統計---------------------------	73
圖3-1	本研究觀念性架構圖-------------------------------------------------------	80
圖4-1	產品相關屬性聯想與生活型態之典型相關分析路徑圖-------------	118
圖4-2	產品相關屬性聯想與感覺和經驗之典型相關分析路徑圖----------	121
圖4-3	產品相關屬性聯想與品牌個性之典型相關分析路徑圖-------------	124
圖4-4	生活型態與品牌個性之典型相關分析路徑圖-------------------------	126
圖4-5	感覺和經驗與品牌個性之典型相關分析路徑圖----------------------	129
圖4-6	產品相關屬性聯想對品牌個性典型之多元迴歸結構圖-------------	132
圖4-7	感覺和經驗對品牌個性典型之多元迴歸結構圖----------------------	135
圖4-8	前三大手機品牌之品牌聯想有利性構面分析圖----------------------	151
圖4-9	前三大手機品牌之品牌聯想獨特性構面分析圖----------------------	152
圖4-10	前三大手機品牌之產品屬性聯想構面分析圖-------------------------	155
圖4-11	前三大手機品牌之典型使用者生活型態構面分析圖----------------	156
圖4-12	前三大手機品牌之感覺和經驗構面分析圖----------------------------	156
圖4-13	前三大手機品牌之典型使用者生活型態構面分析圖----------------	157

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